Wholesale Market's Buyer Preference for Vegetables in Japan: Best-Worst Scaling for Intermediate Wholesalers and Authorized Buyers

Abstract

This study aims to evaluate buyer preference for vegetables in the intermediate trading in Japan. This paper applies best-worst scaling for cabbage and lettuce buyers in Ota Wholesale Market. The primary outcomes are as follows. First, the mixed logit model and share of preference results show respondents considered “freshness” most important in common with both cabbage and lettuce and all job categories. Second, the essential attribute next to “freshness” differed a by-product and job type. Third, regardless of product type or job type, “brand” and “supplier” tended to be less critical.